A household electrical appliance company revealed that manufacturers were forced to lower than the cost of electricity and e-commerce platform to settle the machine, in fact, have basically entered the hands of 'ox', ordinary consumers simply can not buy. 'And even more unbelievable In fact, these oxen are often associated with people inside the e-commerce platform, and some are even bought by insiders. When the sales period expires, they openly dump the goods at the original price.
'Large appliances by 5000 minus 800!' The first day of November, 'double 11' annual promotion has entered the state, but Lynx's home appliance sales have not yet let consumers had time to surprise, the first few major giants Annoyed: Why do we lose money to play with you?
In fact, this controversy has been clues the day before yesterday, there is news that the two leading domestic appliance giants Gree and the United States are spearhead Lynx this 'double 11' promotion policy.According to the relevant household electrical appliance enterprises to reporters Revealed that the Lynx platform by issuing coupons in the way of price cuts in disguise, but the price cuts bring the cost of loss will need to be borne by the appliance manufacturers, which naturally caused the manufacturers dissatisfaction. 'We are not reluctant Rangli, but the promotional efforts too much.For some high-profit small appliances, kitchen appliances may be able to bear, but for the already thin, big appliance companies really can not afford.
event
Manufacturers do not want to make profits with the business profits
A factory official said that in accordance with 5,000 yuan minus 800 yuan calculation, if you do not take 'the first price increase after the price' means that the equivalent of 16% price drop straight, which in fact has exceeded their normal profit margins.
For example, the net profit margin in the third quarter of this year was only 13%. For example, the net profit margin of companies such as the United States and Haier was only single-digit. According to the figures, Product prices plummeted 16% for these companies must lose no doubt.
'If we take the first step in the promotion of merchants and then lower the price means, if found to be responsible for the manufacturers have to bear', so they eventually decided to withdraw. 'Each year double 11 are manufacturers a rare promotional opportunities, we also Are all very serious about planning a few months in advance, but if the final exchange is earned profits, it can only give up!
This reporter noted that the exit of the major electric appliance companies are basically listed companies, apparently performance indicators do not allow them to lose money, this may be triggered by this occurred in the double 11 'before the dispute the key reason.A lot of home appliance manufacturers In the case of not being able to change the inventory, the reservation can only be halted by changing the way the sales page is paused due to the "stock issue"; meanwhile, preventing the negotiation with the platform from causing further losses to the consumers.
Broke the news
'Promoted' most of the household appliances into the hands of cattle
In fact, some appliance makers also revealed another real inside story that they are not interested in 'being promoted' that is far below the cost price: 'Do you really think that the machines sold under these losses can reach the consumers' hands? ? "The source said that these manufacturers were forced to lower than the cost of electricity and e-commerce platform to settle the machine, in fact, have basically entered the hands of 'cattle', the average consumer simply can not buy. 'And even more difficult Confidence, these cattle are often associated with the e-commerce platform within the people, and some even being insiders buy and so on. Once the promotion period they openly dump the goods at the original price, the equivalent of the manufacturers themselves spend money to accompany They play a game that consumers simply can not attend!
Response
Lynx has taken the initiative to communicate with the manufacturers
Yesterday, reporters learned that, in fact, because of this 'being promoted' and part of the sale of the brand in Tmall part of the brand is not only Gree, the United States, including Fang too, Vantage and other brands from the current situation, 'double 11' is of course days Cat's home, but a number of industry leaders Baotuan boycott, still brought a lot of pressure on Lynx.
As of press time, Gree and other brands have not yet responded to the matter, there is no compromise position; On the contrary Lynx has been actively communicate with the manufacturers, but there is no result. In addition there is news that a number of well-known brand of home appliances have been Began to engage in new contacts with BOE, but whether to explore the possibility of abandoning Lynx and increase Jingdong or just to show that a gesture of pressure to Lynx is not clear at the moment, but one thing can be speculated that at the moment Appliance companies have not yet the meaning of a loose mouth, but still the saying, there is no eternal enemies, only the interests of eternity, maybe these appliances manufacturers finally because of the new interests and Lynx and good.But any case, this year 'double 11 'The scene before the emergence of Lynx has made the unshirkable position of the industry has been somewhat loose.
Observed
Gree many years ago with the strong business conflict
In fact, for such manufacturers' being promoted 'disputes previously not uncommon, but also not only in the price of Powei often appear on the channel.' In fact, this is the concept of big shopkeeper, customer big bully shop. Often call to drink to the manufacturers; and strong manufacturers are often on the distribution of resources on the business one by one. 'Insiders. Especially for home appliances business, is a highly marketized industry, more flexible in marketing , So often the relationship with the business is also love and hate .In fact, as early as Gome, Suning strong traditional physical stores era, the game of such companies already exist. One of the most famous is that Dong Mingzhu and Huang Guangyu lead Gree and the United States Dispute.
Although this is already a dispute 13 years ago, but it is still a lot of home appliances manufacturers and businesses to maintain relations between the model.March 2004, a occurred in Chengdu Gome and Gree between the price of the right to make the storm Intensified and there has been the spread of the momentum of the country when Chengdu Gome in the absence of notice to the factory in advance of the case, the sharp price cuts on the sale of Gree air-conditioning suddenly.Greece very dissatisfied that the behavior of the United States seriously damaged the Gree's established Price system; also led to many Gree strong dissatisfaction with the country, because the country's price cuts also affect their interests .Therefore, Gree decided to withdraw from Chengdu, the six Gome stores all the Gree air-conditioning .This was not the case at that time Trivia, after all, the United States was unshakeable Chinese appliances first channel, but when the Gree is far from now so strong.
However, Gree was dared to resist the United States at that time? Reporter learned that this is mainly Gree and other home appliances companies rely entirely on supermarkets different channels, Gree just these stores as their own general distribution outlets, and many other dealers do the same, so they are The price of the United States and the United States on the same with other dealers, which is Gree in the country to promote the model, but also to protect the interests of dealers at all levels.
But it is worth mentioning that, despite Greenery and GOME this controversy vigorous, Gree and GOME in a few years after another 'reunion' GOME has been Gree's only national chain of home appliances chain. 'This is obviously everyone Conditions are satisfied, and it is also the sentence should be, there is no eternal enemies in the mall, only the eternal interests.
Related
Business 'double 11' may not be the first price and then discount
Yesterday, the State Administration for Industry and Commerce issued a public notice on the official website requiring all local industrial and commercial authorities and market regulators to step up monitoring and supervision of 'double 11' according to law and take precautionary measures in advance so as to strengthen supervision over matters in the market and conscientiously protect the market order and consumers' rights and interests.
At present, the joint inspection team composed of the SAIC, the NDRC and other units is conducting centralized supervision on the special online market supervision activities of some provinces and cities in 2017. The inspection team will conduct field research and guidance on Jingdong Mall before the "double 11" Suning Tesco, Alibaba and other platforms (websites) to understand the preparations for the "Double 11" enterprises to conduct centralized network promotion activities and risk prevention measures and conduct administrative guidance on the issues.
SAIC requires businesses to do 'seven shame', that is not allowed to issue false advertisements, false Special Showmanship, the implementation of fraud with priceless goods; not the first price and then discount, take the opportunity to shoddy, fake enough; not Use the format clause to infringe upon the legitimate rights and interests of consumers; shall not fictitiously trade, falsely advertise the trading volume or turnover of the platform; shall not restrict or exclude competition; shall not attack or demean the opponent; and shall not restrict or exclude the promotion operators from participating in promotional activities of other platform organizations .